What is it about?
Use of brand monitoring in social media to determine the impact of a sports event sponsorship.
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Why is it important?
It has been recovered that the attitude of social media users towards brands reflects their various marketing strategies.
Perspectives
Assessment of the influence of brand sponsorship of an event on social media users’ perception faces many difficulties that should be carefully implemented in the research activities.
Dr Marcin Komańda
Opole University of Technology
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This page is a summary of: Brand Sponsorship and Social Media. Coca Cola and Carlsberg Illustrated with an Example of the European Football Championship 2016, Trends Economics and Management, June 2017, Brno University of Technology,
DOI: 10.13164/trends.2017.28.37.
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